Mini-Series Directed By Spike Lee Explores The Lives Of Uber Drivers

Mini-Series Directed By Spike Lee Explores The Lives Of Uber Drivers
Brand Activation & Immersion

Amid a revamp of its company culture, the ridesharing platform partners with the activist director to show users how Uber celebrates the diversity of its drivers, helping reinforce a positive brand image and connecting with consumers through artistic and emotional appeals

Elisa Lewittes
  • 12 july 2018

Uber, the sharing economy solution to modern-day transportation, launched a new advertising campaign in collaboration with Spike Lee that taps into the film director’s socially “woke” brand equity. The campaign trailer for the mini-series, “Da Republic of Brooklyn,” bowed this month.

Over the course of the mini-series, viewers can follow Spike Lee on a journey of five Brooklyn-based Uber drivers as they set out to chase their dreams. The episode strives to cover what the “Brooklyn hustle” truly is like for these drivers, featuring subjects from a single mom with twins to an artist and part-time chicken farmer.

The ride-sharing market is continuing to saturate with competing companies such as Lyft and Juno gaining market share. Since its inception, Uber has faced a host of negative press regarding treatment of its drivers. Spike Lee is famous for his films like Do The Right Thing that shed light on provocative topics and prominent social issues, such as race, politics and violence, so Uber’s partnership with the director comes as the firm moves to turn around its brand image and market positioning to consumers.

By creating content that gives potential customers an inside look into the lives and life journeys of its employees, Uber is aiming to connect with viewers, marshaling the emotional appeal of the Lee-directed storytelling series to both entertain and generate more positive brand associations. Ultimately, the ride-sharing brand strives to align its values with those that consumers espouse.

View the trailer for the series here:


+brand activation & immersion

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.